For years, the NAC Orchestra had been following the same template for all of its single-ticket marketing, pairing the title of a performance with the headshot of its featured musician. With the NAC needing to evolve to appeal to new and younger audiences, it was decided that relying on the recognizably of the artists was no longer the best approach to generate attention and drive sales.

Our solution was to develop a creative platform that provided with the flexibility to visually interpret the different pieces being performed in a way that would connect with audiences in a more meaningful way. The creative developed to promote each performance would always be based on the insight that a live orchestra concert allows your mind to escape reality.